Jeroen Hinfelaar Ingrid Mulder Emilie Bender Hester van Zuthem

3. CREATIVE INDUSTRIES
Enabling Societal Transition
Moderator:
Paul Rutten | University of Applied Sciences Rotterdam

4. Creating Business Through Circular
Design
Jeroen Hinfelaar| CIRCO

5. Creating business
through circular design
October 24, DRIVE
Jeroen Hinfelaar (jeroen@circonl.nl)
program manager
intervening on micro level
to cause impact on macro level

6. Program of CLICKNL
We activate and equip groups of (manufacturing) companies and
creative professionals, to kick start circular business,
with design as motor
(co)Financed by the Dutch Ministery
of Infrastructure and Water Management
Part of the Dutch “Execution program
Circular Economy 2019-2023”
INTRO

7. Challenge: how to change a system?

8. Systems innovation: linear to circular
TRANSITION
#valuehill #valuehill
CIRCULAR DESIGNLINEAR DESIGN

9. How to get there? Bottom up!
CIRCULAR ECONOMY
is the accumulated result of
CIRCULAR ENTREPRENEURSHIP
starts with the development
and market introduction of
CIRCULAR PROPOSITIONS
are being developed, using
CIRCULAR (RE)DESIGN
of products, services,
business models
and value chains
regulations & taxes
making circular
more attractive
than linear
circular
purchasing
financing of
circular
initiatives
influencing
consumer
behaviour
etc

10. Methodology (micro level)
• “Creating business through
circular design”
• 3 one day workshops
• 10 companies, 2p p. company
• results per company:
a) Circular proposition:
product, service & biz model
b) Implementation Road Map

11. Empowering people
1000+ participants 20+25 certified CIRCO trainers 3 international CIRCO hubs

12. Impact report (Dutch, downloadable, www.circonl.nl)
“2/3 of participants starts circular development”
“potentially large contribution to CO2 reduction”

13. Multi-stakeholder cooperation
other
parties
other
parties
other
parties other
parties
other
parties
other
parties
other
parties
designers
financials
national
government
ministeries
etc
CIRCO sector
organisations
municipalities
companies
knowledge
institutes provinces
ontwikkel
maatschappijen

14. intervening on micro level
can cause big impact
on macro level
..... if you’re ready to learn every day!

15. Creating business
Through circular design
October 24, DRIVE
Jeroen Hinfelaar (jeroen@circonl.nl)
program manager
intervening on micro level
to cause big impact on macro level

16. Building Design Capacity
in the Public Realm
Ingrid Mulder | Delft University of Technology

17. Reshaping society
• CITIES are complex and challenging environments
where DESIGN is a necessity: to solve situated problems
to drive solutions exploitation and scaling–up,
to push sustainability, TO ENABLE INNOVATION
• CITIES as complex and challenging environments asking for INNOVATION
to deal with societal challenges, are the best context to foster the
adoption of DESIGN

18. Enabling Societal

19. current design practices
are still too often
fragmented, have weak
impact, focus on individuals,
on product/ services…
design for a social demand
and/or societal problem

20. van Selm, M. & Mulder, I. (in press).
On transforming transition design:
from promise to practice.
In: Proceedings of Academy for Design
Innovation Management Conference 2019,
ADIM2019, Track 2.d Power and Politics in
Design for Transition, 18-21 June, 2019,
London, UK.

21. How can design bring more value in societal challenges?
If we look more broadly to the role of design in the context of societal challenges,
we do see a large number of niches: initiatives, experiments, and places in which design
thinking, design expertise, or designers are working in a completely different way:
outside in, reflexively, facilitating social innovation ENABLING SOCIETAL TRANSITION
In the Delft Design Lab Participatory City Making we turn to these niches as the weak signals that might provide the
contours of a transition perspective for the design discipline, and enable a better framing of transition design.
DELFT DESIGN LAB
PARTICIPATORY CITY MAKING

22. Differently stated, city makers’ initiatives
– i.e. incremental innovation in niches – can
serve as platforms to formulate policy advice that
builds on the knowledge produced and the
related learning processes developed during
experimentations.
These city maker ’niches’ are :
• New ways of using existing products/
infrastructures
• New ways of organizing everyday life
• New local initiatives
and embedded in the local context
An infrastructuring role design:
enabling innovation with transitional power
(thus generating values)
Loorbach, D., Frantzeskaki, N., & Avelino, F. (2017). Sustainability transitions
research: transforming science and practice for societal change. Annual Review of
Environment and Resources, 42, 599-626.
Puerari, E., De Koning, J.I.J.C, von Wirth, T., Karré, P.M, Mulder, I., Loorbach, D.
(2018). Co-Creation Dynamics in Urban Living Labs; Sustainability 10(6), 1893.
https://doi.org/10.3390/su10061893

23. Building Design Capacity
in the Public Realm
• requires new roles and tools
for policy-makers, planners, and other urban
change makers to work in a more organic,
emergent yet selective and long-term focused
way
• but this new way of working goes also for design
professionals, for the creative industry

24. Delft Design Lab
Participatory City Making

25. DESIGNSCAPES is a H2020 project whose aim is to exploit
the generative potential of urban environments in the
highest possible number of European Cities, to encourage
the uptake and further enhancement and up scaling of
Design-enabled Innovations by existing enterprises, start-
up companies, public authorities and agencies, and other
urban stakeholders.
We hold 3 Open Calls to support at least 50 projects with
funding totaling 1,5 M Euros!
● Open Call for Feasibility Studies: Ended, funds distributed
● Open Call for Prototypes: Ended, being evaluated
● Open Call for Scalability Proofs: OPEN NOW until 29/11/2019

26. DESIGNSCAPES Objectives
1. CITY SNAPSHOTS will assist the project in identifying needs,
opportunities and challenges for Design-enabled Innovations across Europe,
taking into account the contextual differences as (positive or negative) urban
externalities.
2. A DESIGNSCAPES FRAMEWORK – A framework defining the impact,
feasibility and scalability assessment of existing and upcoming Design-
enabled Innovation initiatives across Europe.
3. A TECHNICAL AND FINANCIAL SUPPORT INSTRUMENT to
stimulate the emergence of successful Design-enabled innovations across
Europe.
4. POLICY RECOMMENDATIONS on how to support Design-enabled
Innovations in local, regional, national and EU levels and across various
policy domains, taking into account the urban dimension as generative of
positive externalities.
5. TOOLS, INSTRUMENTS AND METHODS (TIM’S) to enhance Design-
enabled Innovation in cities, promoting the uptake of research findings by
policy makers and city innovators.
6. TRAINING MODULES to transfer the knowledge and skills for applying
and up scaling Design-enabled Innovation in cities for various targeted
stakeholder groups.

27. 1st Open Call for Feasibility Studies
• 263 applications submitted
from 24 countries
• 50 funded projects with
€ 5,000 each
• Urban space quality &
sense of belonging were
popular actions to take into
consideration for our
applicants
• Design-thinking at the top
of the way they conduct their
co-creation workshops

28. 2nd Open Call for Prototypes
• 141 applications came
from 23 countries
• The best prototype
projects will be granted
with €25,000 each
• The proposals to this
Open Call are currently
being evaluated

31. • First open call successfully completed with
17 municipalities – main challenge is to keep
working in a different way
• Ongoing capability program with 8
municipalities – connect with local designers
• New round “Anders werken aan stad dorp en
land” will be launched at Stadmakerscongres

32. KEY INSIGHTS

33. • DESIGN can bridge different disciplines by
– infrastructuring diverse resources
– offering hands-on tools for design practice for
transition
– supporting the inclusion of non-professional
designers
– building capacity in the public realm

34. At the niche level:
• Design can work as a catalyser for the emergence of new city
making initiatives and the aggregation around innovation areas
At the regime level:
• Design can help organising new services, infrastructures and
policies
At the –scape level:
• Design can help aligning niche and regime changes towards a
dynamic system of (participatory) cultures, ideas and political views

35. Design for value generation
• Design cannot be limited to
the adoption of a toolbox of methods and tools,
but rather be an approach to orient innovation to generate value.
• How to support the production of a broad range of new solutions,
creating the conditions for a highly innovative context?
• Design-thinking should not only focus on the intrinsic value of
innovative outputs but also on the value of the resources that help
generate them.

36. Design as support
for innovation capacity of cities
• The innovation capacity of cities is related to their entrepreneurial
culture, institutional capacity, cultural vibe, environmental
awareness, social activism and integration.
• Design can be seen as a key enabling factor of such innovation
capacity by shaping and supporting an informal and diffused
infrastructure
• In this way, cities become the ideal environment in which
innovation is incubated and empowered.

37. Design as a new
Policy Competency
• Creating the conditions for design (and innovation)
to unleash its potential is tightly connected with the
parallel diffusion of a design and innovation mindset in
policy makers and civil servants.
• This is only part of the broader issue of capacity building for
the public sector of the future.
In that sense, design is no longer to be simply considered as
a (still fundamental) goal of innovation policy
• but also as a resource to generate innovation

38. DESIGNSCAPES Green Paper
Consultation Phase
The Green Paper will remain open to the contribution of European
experts and practitioners in design, innovation and urban
development until 30 Nov 2019.
DESIGNSCAPES is proud to present
its Green Paper on Design Enabled
Innovation in Urban Environments.
You are cordially invited to have your say!
An online, collaborative version of the DESIGNSCAPES Green Paper on Design
Enabled Innovation in Cities
A number of challenges and dilemmas presented in the Green Paper are
reproduced in an online survey , open to the contribution of European experts
and practitioners in design, innovation and urban development
Alternatively, comments and suggestions can be sent to info@designscapes.eu
Access the PDF version: Green Paper on Design Enabled Innovation in Urban
Environments.
Give us your input —
choose among the
following options accessible at
www.DESIGNSCAPES.eu/Consultation
http://designscapes.eu/Consultation/

39. THANKS
More information and/or questions:
i.j.mulder@tudelft.nl

40. Creating 10 million Moments of
Happiness: What else is Needed to
Achieve our Mission?
Hester van Zuthem | Active Cues
Emilie Bender | Active Cues

41. Creating 10 million moments of happiness a day.
What else is needed to achieve our mission?
DRIVE Festival 24.10.2019
Active Cues - Hester van Zuthem & Emilie Bender

42. TOVERTAFEL

43. HOW IT STARTED

44. TOVERTAFEL

45. OUR THREE TARGET GROUPS

46. Our mission: Creating 10 million moments of happiness per day in 2025
ACTIVE CUES

48. NOW WHAT?

49. Employees
shortage
and increase
pressure
Decline
attractiveness
healthcare
sector
Emotional
needs of
residents and
clients
Struggle to change
HEALTHCARE UNDER PRESSURE

50. LACK OF FOCUS ON EMOTIONAL
WELLBEING

51. TECH INNOVATIONS TO IMPROVE QUALITY OF
LIFE

53. KEY SOCIAL CHALLENGES
In healthcare, on which we aim to create
positieve impact
Moments of happiness
with tech innovations
FOCUS &
CONTRIBUTION
Key elements that are
present in everything we do..
STAKEHOLDERS
Influencing our mission
Change (LONG TERM)
Culture: Engage technical innovations (and
implementations) for better quality
healthcare
Strategy: include Moments of Happiness
Behaviour: technical innovations are
embedded in healthcare processes leading to
Moments of Happiness
OUTPUT
Results of our efforts leading to change
Grow and strenghten (SHORT TERM)
awareness
attitude
skills
Clients and residents
(potential) Employees
Moments of
Happiness and
connectedness
Tech innovations and
implementation
INPUT
Actions to bring about change
Projects contributing to reaching our goals
● Students inspire days
@healthcare locations
● Buddy as a service
● Share Moments of
Happiness
● Caravan of Happiness
IMPACT
Effect we aim to create
TARGET
in care context
Client or
resident
care giver
Policy Makers
Communi
ties
Private
sector
Education
Government
Health
insurers
Employees,
clients
residents
Caretakers (employees), clients and
residents experience more
happiness in their work and lives,
thanks to being emotionally
connected through technical
innovations
THEORY OF CHANGE
Employees
shortage
and increase
pressure
Decline
attractiveness
healthcare
sector
Emotional needs
of residents and
clients
Struggle to
change

54. IMPLEMENTATION
Future Care Lab
EDUCATION
LOBBY CAMPAIGNING

55. PHOTOGRAPHY BY BILL TANAKA

56. Creating 10 million moments of happiness a day.
The next step in achieving our mission.
DRIVE Festival 24.10.2019
Active Cues - Hester van Zuthem & Emilie Bender

58. CREATIVE INDUSTRIES
Enabling Societal Transition
Q&A - WRAP UP
Moderator:
Paul Rutten | University of Applied Sciences Rotterdam

60. Until 17:00
DRIVE DO’s & DEMO’s BROET
16:45
TOUR to KLOKGEBOUW

61. 16:45